The Influence of Fashion Interest on Online Impulsive Buying Mediated by Online Shopping Attitude

Zani Silviani () and Vidyarini Dwita
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Zani Silviani: Universitas Negeri Padang
Vidyarini Dwita: Universitas Negeri Padang

A chapter in Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), 2025, pp 1566-1576 from Springer

Abstract: Abstract This research aimed to explore how an interest in fashion influences impulsive purchases made online, with online shopping attitudes serving as a mediating factor. The study involved 80 respondents from Generation Z in West Sumatra, aged between 18 and 28 years, all of whom had engaged in impulsive online clothing purchases. A purposive sampling method was employed to select participants. The data analysis was conducted using Structural Equation Modelling Partial Least Squares (SEM-PLS) version 4.0.9.5 in 2024. The findings revealed that a keen interest in fashion has a positive influence on online shopping behaviors, that attitudes toward online shopping significantly affect impulsive purchasing tendencies, and that fashion interest is directly and positively associated with impulsive online buying. That fashion interest has a direct positive relationship with impulsive buying online. Additionally, the research confirmed that online shopping attitudes mediate the relationship between fashion interest and online impulsive buying, further highlighting the significance of these connections.

Keywords: Fashion Interest; Online Shopping Attitude; Online Impulsive Buying (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-839-4_124

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DOI: 10.2991/978-94-6463-839-4_124

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